Break Through and Connect: Motivating Purchases In-Store

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Date & Time

August 12, 2010, 1 p.m. CDT

Speaker(s)

Randi Moore, Vice President, Account Director, Marketing Drive

Price

$75 for Institute members, $175 for non-members

Registration

Members, please contact Maureen Macke to obtain a discount code and registration link. Non-members may register here.

Moderator

Maureen Macke, The In-Store Marketing Institute

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Connecting with the shopper while they are on a mission requires a deep understanding of the shopper’s mindset to break through the clutter and connect.

Marketing Drive, a leading promotional marketing agency, in conjunction with Perception Research Services, conducted a landmark, cross-category shopper research study on the subject of optimization of in-store communications to:

- Understand optimal creative layout
- Develop relevant communication principles
- Understand what triggers shopper engagement

The study sheds new light on how shoppers interact with in-store messaging and what breaks through to them. Further analysis suggests how brand and category perceptions drive communication priorities. Grounding yourself in these simple principles will enable you to develop creative that breaks through the clutter to connect with the shopper.

You will:

- Learn how to simplify your in-store communications to better connect with shoppers
- Discover how category perceptions drive communication triggers
- Better understand the role of emotional, rational and financial appeals to the shopper

About the Speaker(s)

As Vice President/Account Director for Marketing Drive, Randi oversees the agency’s Shopper Marketing team and is charged with advancing clients’ shopper marketing initiatives. Previously, Randi was Director, Brand Activation for Pepsi Cola North America, were she activated brands at retail through blockbuster national initiatives like Pepsi Stuff, strategic Shopper Marketing programs and consumer preferred packaging innovation. Randi has worked across the personal care, household products, food and beverage categories for the likes of James River Corporation and Reckitt Benckiser as well.

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